Rebranding Singapore’s leading Kueh Pie Tee brand with a vibrant new identity
Red Lips is a food manufacturer and supplier in Singapore, specialising in Peranakan kueh pie tee and gourmet shells filled with discoveries. We cater to a diverse range of B2B and B2C customers, including Michelin-starred restaurants, award-winning hotels, resorts, caterers, supermarkets, and food-service establishments, providing exceptional food products that exceed their expectations. Using a heritage blend of premium ingredients, our skilled artisans handcraft our offerings daily, ensuring freshness, taste, and crispiness that elevate customer eating experiences. We take pride in creating a harmonious tapestry of flavours that tantalise the taste buds and leave a lasting impression. We are committed to continuous food research, development, and engineering to revolutionise food production and processes. We offer unique culinary experiences that cater to the evolving preferences of modern and contemporary palates. Our customers can rely on us to surprise and delight their senses with our innovative creations.
Red Lips is also the proud recipient of the Indigo Design Award 2025 Gold Winner in Branding for Food. View the award here.
Blending Peranakan Culinary Roots with Contemporary Brand Expression
THE CREATIVE CHALLENGE
A heritage rich brand that lacked a distinctive identity to distinguish itself in a competitive food market
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Red Lips is known for premium Kueh Pie Tee cups grounded in Peranakan culinary traditions
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Despite its rich cultural roots, the previous brand identity did not fully convey that authenticity in a compelling manner
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It needed to express qualities like quality, versatility, and innovation in a way that appealed to design-aware younger audiences
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The lack of a unified visual system left Red Lips underrepresented across digital and physical channels
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Without a refreshed identity, the brand risked being overshadowed by less authentic but more visually engaging competitors
THE SOLUTION
Developed a vibrant brand identity that honours Peranakan heritage while igniting contemporary appeal
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Crafted an R-shaped monogram logo, drawing direct inspiration from the iconic Kueh Pie Tee, to symbolise culinary creativity
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Anchored the identity around the essence Filled with Discoveries, evoking a sense of exploration rooted in tradition
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Employed bold, festive colours like tangerine red and lime green, paired with abstract graphic elements inspired by flavour profiles
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Designed a dynamic visual language that bridges the traditional and the modern, capturing both heritage and energy
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Produced a comprehensive brand guideline to ensure consistency across packaging, digital media, and trade communications
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Elevated Red Lips’ position as Singapore’s trusted Peranakan food specialist by reinforcing cultural authenticity and audience engagement
THE DIFFERENCE
BRAND AUDIT
We help you understand yourself, your customers and competitors.
WHY AUDIT YOUR BRAND?
A brand audit is a comprehensive assessment of a company’s brand and how its customers and stakeholders perceive it. It involves evaluating various elements of the brand, such as the company’s mission and values, its branding and marketing materials, and the customer experience, to determine its overall strength and effectiveness. Conducting a brand audit is important for any company that wants to ensure that it effectively communicates its brand values and message to its customers and stakeholders. By evaluating the various touchpoints where customers interact with the brand, a company can identify any inconsistencies or weaknesses in its branding and marketing efforts and take steps to address them.
BRAND POSITIONING
BRAND IDENTITY
BRAND TOUCHPOINTS
Red Lips’ brand touchpoints offer a vibrant and cohesive experience across both physical and digital platforms. From its engaging website and streamlined ordering process to its lively social media presence, every interaction embodies Red Lips’ dynamic, flavour-filled personality. The brand’s visual identity, shaped by the bold, energetic colours and playful design, flows seamlessly across packaging, marketing materials, and retail environments. Whether through online customer service, direct product delivery, or in-store experiences, Red Lips ensures that each touchpoint is infused with its commitment to quality, innovation, and customer satisfaction, reinforcing its position as a leading provider of Peranakan delicacies.
BRAND ROLLOUT
The Red Lips brand rollout is supported by a comprehensive brand manual designed to maintain consistency and coherence across all brand touchpoints. This guide is essential as Red Lips continues to grow and expand its presence. The manual provides clear directives on logo usage, typography, color palettes, and brand tone, ensuring that every visual and verbal element reflects Red Lips’ dynamic and vibrant identity. By following these guidelines, Red Lips can deliver a unified message that resonates with its audience, strengthens brand recognition, and fosters trust. The brand guide equips both internal teams and external partners with the necessary tools to consistently represent Red Lips in all future applications.
"Red Lips’ rebranding journey has been an exciting fusion of tradition and innovation. By capturing the essence of Peranakan heritage and infusing it with modern design elements, we've helped Red Lips carve out a distinctive and dynamic identity. This transformation strengthens their position as a leader in the food industry, allowing the brand to connect with a wider audience while staying true to its roots of quality and authenticity."
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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